research

Thomas Rideg of Global Intelligence Alliance on the challenges of gathering market intelligence in Latin America – and some tips on getting things right.

Market intelligence still has some way to go to establish itself in Latin America. Primary market research has existed for a long time, but systematic approaches combining primary research with the analysis of published reports, ongoing market monitoring, competitor intelligence, internal information gathering as well as the management of market information have only recently emerged. These go beyond just providing information and on to gaining a better understanding of market dynamics through analysis and strategic planning.